Evaluating User Pathway Efficiency

User behavior is more than what they say - it’s what they do. While surveys and usability tests provide valuable insights, log analysis reveals real interaction patterns, helping UX researchers make informed decisions based on data, not just assumptions. By analyzing interactions - clicks, page views, and session times - teams move beyond assumptions to data-driven decisions. Here are five key log analysis methods every UX researcher should know: 1. Clickstream Analysis - Mapping User Journeys Tracks how users navigate a product, highlighting where they drop off or backtrack. Helps refine navigation and improve user flows. 2. Session Analysis - Seeing UX Through the User’s Eyes Session replays reveal hesitation, rage clicks, and abandoned tasks. Helps pinpoint where and why users struggle. 3. Funnel Analysis - Identifying Drop-Off Points Tracks user progression through key workflows like onboarding or checkout, pinpointing exact steps causing drop-offs. 4. Anomaly Detection - Catching UX Issues Early Flags unexpected changes in user behavior, like sudden drops in engagement or error spikes, signaling potential UX problems. 5. Time-on-Task Analysis - Measuring Efficiency Tracks how long users take to complete actions. Longer times may indicate confusion, while shorter times can suggest disengagement.

1. 𝗘𝗿𝗿𝗼𝗿 𝗥𝗮𝘁𝗲: Measures how often users make mistakes while interacting with a design, such as clicking the wrong button or entering incorrect information. 2. 𝗧𝗶𝗺𝗲 𝗼𝗻 𝗧𝗮𝘀𝗸: Tracks the time users take to complete a specific task within the interface, reflecting usability efficiency. 3. 𝗠𝗶𝘀𝗰𝗹𝗶𝗰𝗸 𝗥𝗮𝘁𝗲: Indicates how often users unintentionally click on incorrect elements, showing potential design misguidance. 4. Response Time: The time it takes for the system to respond after a user takes an action, such as clicking a button or loading a page. 5. Time on Screen: Monitors how long users spend on specific screens, revealing engagement or confusion levels. 6. Session Duration: Tracks the total time a user spends during a single session on the website or app. 7. Task Success Rate: The percentage of users who successfully complete a task as intended, measuring design clarity. 8. User Path Analysis: Evaluates the paths users take to complete tasks, identifying if they follow the intended workflow. 9. Task Completion Rate: Measures the proportion of users who can finish a given task within the interface without errors. 10. Test Level Satisfaction: Reflects users' overall satisfaction with a design after completing usability testing. 11. Task Level Satisfaction: Assesses user satisfaction for specific tasks, offering detailed insights into usability bottlenecks. 12. Time-Based Efficiency: Combines task success with time on task, analyzing how efficiently users can complete tasks. 13. User Feedback Surveys: Gathers direct feedback from users to understand their opinions, pain points, and suggestions. 14. Heatmaps and Click Maps: Visualizes user interactions, showing where users click, scroll, or hover the most on a screen. 15. Accessibility Audit Scores: Assess how well the design complies with accessibility standards, ensuring usability for all. 16. Single Ease Question (SEQ): A one-question survey asking users to rate how easy a task was to complete, providing immediate feedback. 17. Use of Search vs. Navigation: Compares how often users rely on search functionality instead of navigating through menus. 18. System Usability Scale (SUS): A standardized questionnaire measuring the overall usability of a system. 19. User Satisfaction Score (CSAT): Measures user happiness with a specific interaction or overall experience through ratings. 20. Mobile Responsiveness Metrics: Evaluates how well the design adapts to various screen sizes and mobile devices. 21. Subjective Mental Effort Questionnaire: Measures how mentally taxing a task feels to users, highlighting design complexity. #UX #UI #UserExperience #UsabilityTesting #AccessibilityMatters #UserSatisfaction #DesignMetrics #InteractionDesign #TaskEfficiency #UIUXMetrics #DigitalDesign #Heatmap #TimeOnTask #SystemUsability #UserFeedback #UIAnalytics #DataDrivenDesign

45 days from first touchpoint to conversion 🤯 User journeys are often much longer and more complex than eCom brands think. Now granted, these 45 days are from a brand with an >1k AOV. But as you can see in the slide deck below, even for cheaper products, average user journeys are typically 1-2 weeks with >5 touchpoints. And even here, a large share of journeys are 1-2 months long. Now with that reality in mind, there are a few things that eCom brands should work on. 1️⃣  𝗕𝘂𝗶𝗹𝗱 𝗮𝗻 𝗶𝗻-𝗱𝗲𝗽𝘁𝗵 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝘂𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱𝗶𝗻𝗴 Do qualitative research to understand • What the questions were that people needed answered. • What external sources they used to research you • Which other competitors did they look at? That’s the foundation of everything that follows. 2️⃣ 𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝗗𝗶𝘃𝗲𝗿𝘀𝗶𝘁𝘆 Based on the results from step one, build creatives that also cater specifically to the needs of people that are already in the consideration stage. These likely won’t be great to attract new audiences. But are going to make sure that you are converting potential customers a lot more efficiently 3️⃣ 𝗦𝗰𝗮𝗹𝗶𝗻𝗴 𝗕𝘂𝗱𝗴𝗲𝘁𝘀 𝗖𝗼𝗿𝗿𝗲𝗰𝘁𝗹𝘆 Not all channels and campaigns are created equal. Some a great to create awareness and demand, some can amplify it and others can capture it. What you need is an attribution that not only capture the journey. But also understand the incremental impact of each stage. That’s exactly what we are focusing on with our attribution at Klar. 4️⃣ 𝗙𝗮𝗰𝘁𝗼𝗿 𝗶𝗻 𝘁𝗵𝗲 𝗹𝗮𝗴𝗴𝗶𝗻𝗴 𝗲𝘃𝗲𝗻𝘁 𝗼𝗳 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝘀𝗽𝗲𝗻𝗱 Every additional dollar you spend today, will not drive immediate results but will have a lagging effect over time. This is less of an issue if you ramp up budget continuiously but can become an issue if you scale quickly. By modelling out this effect (I shared a model to do that before last years BFCM) you can more accurately assess your marketing efficiency as you scale. 5️⃣ 𝗢𝗳𝗳-𝗣𝗮𝗴𝗲 𝗧𝗿𝘂𝘀𝘁 Step one will likely show you that customers do research about you on other platforms. Type in your brand name and “brand name reviews” into Google and Youtube and see what comes up. And then work towards making sure that the results people see here put you in the best possible light.

We're often hired because CEOs and private equity firms are looking for the "easy button" to find customers at scale and accelerate their growth. But there's no point driving traffic to a leaky bucket. Improving conversion rates is one of our favorite levers to pull at Aux Insights. 𝟭. 𝗨𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱 𝗢𝘂𝗿 𝗜𝗖𝗣𝘀 Most companies think they know who their ideal customers are. But until you’ve mapped them both qualitatively and quantitatively - their pain points, deal drivers, and buying behavior - your strategy will be full of blind spots.. _____ 𝟮. 𝗕𝘂𝗶𝗹𝗱 𝗔𝗹𝗶𝗴𝗻𝗲𝗱 𝗨𝘀𝗲𝗿 𝗝𝗼𝘂𝗿𝗻𝗲𝘆𝘀 The way you talk to a 2-person accounting firm is not how you talk to a 1,000-person firm. Same company, same product, but radically different priorities, objections, and buying timelines. That’s why we build journey maps tailored to each segment: • How they discover you • What makes them convert • What makes them stick Once we know our segments, we can build user journeys that align with those ICPs. This leads to higher conversion and retention rates because we're being intentional about who we're talking to and how at every stage. _____ 𝟯. 𝗖𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝗥𝗮𝘁𝗲 𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗮𝘁𝗶𝗼𝗻 You don’t always need more traffic. In order to create more value from the traffic you already have, we test: • Clearer CTAs, higher on the page • Simpler forms • AI agents that surface stronger lead signals These small improvements compound into serious efficiency gains — no extra spend required. ____ 𝟰. 𝗗𝗶𝗹𝗶𝗴𝗲𝗻𝗰𝗲 𝗘𝘃𝗮𝗹𝘂𝗮𝘁𝗶𝗼𝗻 When we evaluate companies, we ask: • Are they spending more just to grow? • Or are they also converting better and retaining more? The best-performing companies grow both in parallel, creating compounding curves, not step functions. _____ 𝟱. 𝗗𝗮𝘁𝗮 & 𝗥𝗲𝗽𝗼𝗿𝘁𝗶𝗻𝗴 We need infrastructure to understand customer behaviors and ensure insights flow from marketing → sales → finance: • How do we understand and make sense of customers and their behaviors? • How are they engaging with our company, product, or site? • How do we make sure that same data is flowing throughout the organization with feedback loops throughout? _____ 𝟲. 𝗤𝘂𝗮𝗹𝗶𝘁𝘆 𝗥𝗲𝘃𝗲𝗻𝘂𝗲 𝗙𝗼𝗰𝘂𝘀 Acquisition has gotten harder and more expensive. So we focus first on cross-selling and upselling the customers you already have. Once you know how to drive more value per customer, your acquisition gets smarter too because you know exactly who to go after and what to do when you land them. _____ 𝗧𝗵𝗲 𝗥𝗲𝘀𝘂𝗹𝘁: 𝗠𝗼𝗿𝗲 𝗩𝗮𝗹𝘂𝗮𝗯𝗹𝗲 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗔𝗰𝗾𝘂𝗶𝘀𝗶𝘁𝗶𝗼𝗻 Once we know what to do with our existing customer base, we acquire more valuable ones. That's the real leverage - not just finding more customers, but finding the right customers and maximizing their value.